External spend from Google Sheets

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What it is

Many companies invest in channels that have no native integration with Nemu, such as RTB, affiliates, influencers, CRM, radio or offline media. These amounts usually live in a spreadsheet. With the Google Sheets connection, Nemu reads that spreadsheet on its own, at the frequency you choose. New rows and corrections come in without uploading files again, and the spend shows up next to revenue in Analytics and Campaigns, with ROAS and profit per channel.

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Before you start

• Who can set it up: admins and traffic managers of the dashboard. For other roles, the buttons are disabled with the message “Only admins and traffic managers can change the connection.”
• A Google account with read access to the spreadsheet. It can be the account you already use in Nemu or another one, just for the spreadsheet. This connection is separate from the Google Ads connection.
• One spreadsheet per dashboard. Once connected, the menu option is renamed Manage connected spreadsheet.
• UTMs that match your links. Nemu sends each spend to the channel of the row’s UTMs. If the spreadsheet UTM differs from the one in your links, the spend goes to another channel.

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Prepare the spreadsheet

Use a tab with spend only. The first row must be the header, and each following row is one investment. Totals and summary formulas in the middle of the data become rows with errors. In the wizard, you choose what each row represents:

• A period: start date and end date columns, with the total amount. The amount is split evenly per day.
• A day: a single “Date” column and the amount spent on that day.

Example spreadsheet in the period format (the Nemu template uses Portuguese headers): Don’t have a spreadsheet yet? In the wizard’s Spreadsheet and tab step, click Download the Nemu template (CSV) and import the file into Google Sheets. Accepted formats

• Dates: dd/mm/yyyy, mm/dd/yyyy or yyyy-mm-dd. Cells formatted as dates in Google Sheets are read directly.
• Amounts: comma (1.234,56) or dot (1,234.56) as the decimal separator. Currency symbols and codes (R$, US$, $, €, £, BRL, USD, EUR, GBP) are ignored. The amount is read in the dashboard currency, with no conversion. Negative amounts aren’t accepted.
• Nemu recognizes common headers on its own, such as “Title”, “Source”, “Medium”, “Campaign”, “Start date”, “End date”, “Amount”, “Spend” and “ID” (and their Portuguese equivalents). If your header is different, you pick the column in the wizard.

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Connect the spreadsheet

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Follow up in Investments by channel

The Operating Costs › Investments by channel tab brings together everything you recorded: what comes from the spreadsheet, what was added manually and what was imported from a file.

1. Connection card: spreadsheet and tab name, connected account, status and last sync. The icon next to it shows the next sync and the frequency. The Sync now and History buttons are on the right.
2. Indicators for the selected period:
   • Counted external spend: sum of Spreadsheet, Manual and File, split by source.
   • Matched to channels: the part of the spend whose UTMs match the dashboard traffic.
   • Unmatched: amount and number of records whose UTMs don’t appear in the traffic for the period. This spend still goes into Analytics, in the channel of its own UTMs.
   • Not counted: ignored rows (platform with a native integration) and rows with errors. They don’t add up to the total.
3. Needs attention: groups the pending items in three groups (with errors, unmatched and ignored), with the spreadsheet row and the reason. View rows filters the table to show only those rows.

In the example, the dashboard has R$44,700.00 of counted external spend: R$41,200.00 from the spreadsheet, R$2,500.00 manual and R$1,000.00 from a file. Of that total, R$41,000.00 (91.7%) is matched to channels and R$3,700.00 is unmatched.

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Connection status

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Table, filters and export

The table lists each investment with Name, Source (for example, Spreadsheet · R9 for row 9 of the spreadsheet), UTM source, Medium, Campaign, Content, Period, Total amount, Daily amount and Status (Matched, Unmatched, Ignored or Error). Hover over the status to see the reason or the last amount correction. The footer shows the Total counted in the current filter; ignored rows and rows with errors don’t add up. Rows that come from the spreadsheet are read-only in Nemu (“Managed by the spreadsheet — edit it at the source.”). To fix them, change the spreadsheet. Manual and file rows can be edited or deleted in the table itself. Use the search to look up by name, source, medium, campaign or content, and the Filters button to filter by:

• Period: All time, Today, Last 7 days, Last 30 days, This month, Last month or Custom. It shows the investments whose flight period overlaps the chosen range. All time also includes investments with future dates.
• Source: Google Sheets, Manual or File.
• Status: Matched, Unmatched, Ignored or Error.

Filters only apply after you click Apply, which shows how many records will be listed. To download what’s on screen, click Export CSV.

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Sync history

Click History to see each run: date and time, status (Success, With issues or Failed), whether it was automatic or manual, the duration and the counts of rows read, new, updated, removed, ignored and with errors. Amount corrections show as “before → after (replaced, not added)”.

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Keeping data up to date

• Nemu syncs on its own at the chosen frequency. On each sync, it reads the whole tab and compares it with what was already imported: new rows come in, corrected amounts replace the previous one (they aren’t added) and reprocessing the same spreadsheet with no changes doesn’t change the totals.
• To update right away, click Sync now. Only one sync runs at a time; while it runs, the button is disabled.
• If a sync fails, no data is changed: the previous values stay in your reports.
• Analytics always reads the spend already saved in Nemu. It never queries the spreadsheet when you open a report.

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Change the connection

The ⋯ button on the connection card has Edit mapping and Disconnect. Edit mapping opens the wizard with your current choices, so you can change columns, formats or the sync and click Save and import.

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Where the spend shows up

After the import, the spreadsheet spend goes into your reports together with the spend from integrations. Each row goes to the channel defined by its UTMs, even when those UTMs haven’t had traffic in the period yet.

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Analytics

In Analytics (the Sources screen), the Spend column (1) shows the investment of each channel group, and the Last Click ROAS column (2) uses that spend (its name follows the chosen attribution model). In the example, the Display e nativo group adds up to 23,550.00 of spend, and the period total is 44,700.00, the same amount counted in the Investments by channel tab. Spend doesn’t depend on the attribution model: sales, revenue and ROAS change with the chosen model, but spend stays the same. In the legend below the table, a zero amount means spend reported as zero and - means no spend reported.

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Campaigns

In Campaigns › All Channels, the Spent column feeds the profit, ROI and ROAS of each channel. In Campaigns › Others, each spreadsheet source shows its spend in the Spent column (1). A source that has spend but no sales in the period gets the Spend with no attributed revenue badge (2): the UTM exists, but no sales were attributed to it.

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Common errors

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Access expired

If the Google account authorization expires or is revoked, the Investments by channel tab shows a red warning with the date since the spreadsheet stopped being read. Spend already imported stays in your reports, with data up to the last successful sync, and the sync is paused.

• Click Reconnect Google account to authorize again. Nemu syncs right after to recover the changes.
• Or click Change spreadsheet to connect another spreadsheet. First, Nemu asks whether the previous spreadsheet’s spend should be removed or kept as read-only.

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Disconnect the spreadsheet

On the ⋯ button of the connection card, click Disconnect. The window shows how many records and how much spend were imported and asks you to choose:

• Keep imported spend: it stays in your reports as read-only, marked as “spreadsheet disconnected”.
• Remove imported spend: the amount no longer appears in Analytics and Campaigns. ROAS and profit are recalculated.

When you disconnect, the automatic sync stops and Nemu deletes the Google account authorization it kept for this spreadsheet. To connect again, you need to authorize again. If you want, you can also remove Nemu’s access in your Google Account security settings. You can’t disconnect while a sync is running. Wait for it to finish.

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FAQ